2011 Consumer Electronics Show

Insights

Worksite Delivery Working Session | 20 July 2010

International Consumer Electronics Show

• Produced by the Consumer Electronics Association (CEA), the preeminent trade association promoting growth in the consumer technology industry

• CEA represents more than 2,000 corporate members involved in the design, development, manufacturing, distribution and integration of consumer electronics products.

• CEA provides industry services, including technical training and education, industry promotion, engineering standards development, market research and legislative advocacy.

• More than 120,000 people attended the show

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Worksite Delivery Working Session | 20 July 2010

Consumer Electronics Show - Insights

• Technology moving “wicked fast”• Portable devices are predicted to have 1 terabyte of memory in the

next 3-5 years• Extensive partnering to design and deliver functions/features• Multiple partners for both development and delivery to the market• Ford had 10+ (30?) partners to develop Sync – another 10 plus to

deliver and service (Best Buy does Sync servicing)• Integration being done both at the OEM and with partners• Significant capability for systems and feature design• Linux vs Microsoft – no clear direction right now• Multiple vendors developing “auto” layers/functionality• Trend to hardware platforms that are flexible – not tied to a specific

machine/model and functionality• Extensive sharing and demonstration of developmental projects

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Worksite Delivery Working Session | 20 July 2010

Consumer Electronics Show - Insights

• Separation of inner (machine control) and outer loop (infotainment/ communications) – minimal or no connection between the infotainment and the machine controls

• Focus on keeping the driver focused on the road• Eliminating the need to view the controls

• Seamless connection between portable devices and the machine• Both ways – control/view the vehicle infotainment from the portable device

to the machine and vice versa (example; Ipad with docking was used as a display with an application to run car ‘house controls’ on the can,, wirelessly)

• The apps on auto displays are moving to a thin-client model where most of the data resides in the cloud

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Worksite Delivery Working Session | 20 July 2010

Consumer Electronics Show - Exhibitors

• From the auto industry, these companies had a significant presence• Ford (Sync Systems); Major player (Keynote; 2011/2012 products)• Audi (Voice free / non touch Control Systems, heads up display) • Hyundai (User Interface variations / Blue Link - OnStar Copy)• GM (universal OnStar; China ‘segway style’ car); Panel: Connect 2 Car• Toyota had a very limited presence• Significant sharing of future technology and features

• Significant presence of suppliers from China and Korea• Some visibility of India suppliers

• All major Automotive aftermarket ‘head unit’ manufacturers were present with next generation head-units • Focused on iphone, BlackBerry, and Android control (phone and music) and

limited application integration (Pandora etc.) Integration of smart phones and their applications will continue.

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Worksite Delivery Working Session | 20 July 2010

Consumer Electronics Show - Insights• Most car manufacturers are supporting two data paths –

• OEM owned path for moving machine diagnostic related data• Supporting customer owned device connection for other types of data that

consumer desires

• Voice recognition in a restricted context/vocabulary has become very reliable • Acura/Honda has an implementation of IBM’s voice recognition technology

while Ford/Fiat/Hyundai has utilized Microsoft’s Speech recognition technology – both implementations are very usable

• While voice recognition work is a clear focus going forward, 80-90% accuracy is current state. (continuous speech recognition has room for improvement)

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Worksite Delivery Working Session | 20 July 2010

Worksite Electronic System

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Machine Electronic System Roles

1. Operate the machine (Actuator)

2. Collect data (data node)3. Access information

(portal)

Worksite Delivery Working Session | 20 July 2010

Technology/Component Map

Integration

Deere Core Technologies

(Differentiating)

Telematics - Modem

Displays

Entertainment Radio

Communications Radio

Sensor - 1

Sensor - 2

Sensor - N

Camera/ Video

GPS Receiver

Processor/ Server

GPS Correction

Operating System

GUI

Partner

Deere

Voice Recognition

Internet

Onboard communications

Architecture

PerformanceManagemen

t

Data Storage & Mgmt

Telematics - Carrier

Controls

Machine Electronic System Roles1. Operate the machine (Actuator)

2. Collect data (data node)3. Access information (portal)

IMS

Machine Apps

Wireless CommBluetooth/Wifi

DLNA

Text to Speech

System Design

HMI/UI

HUD

TBD

Shared

Vision

Draft

Worksite Delivery Working Session | 20 July 2010

Next Steps• Sessions with ISG, Op Station, and Electronic Systems

• Alignment of responsibilities• Develop future technology roadmap• What can be delivered by FT4? And before?

• Working with supply management to identify potential partners to ensure we have the latest capabilities• Conti, Visteon, Johnson Controls, Microsoft, etc. • Visibility and access to second and third tier suppliers

• Developing GSx and GSi to provide a flexible, upgradeable, and replaceable (FUR) system to ensure machine hardware is capable and relevant

• Engage Strategic Marketing to define the customer requirements • “Equal to Auto” or feature by feature

• Meeting with Ford and Paccar to understand the role/relationship with Microsoft

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Worksite Delivery Working Session | 20 July 2010

Displays

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